Newly created Mallows Family Distillery is bringing its
very first spirit to the market: The Rummers.
The rum brand has been created in partnership with
Dutch Rum specialist – Scheer and aims to bring a new
premium range of rums, with strong Dutch heritage,
to the international market.

On this page, we have looked into current rum
trends, consumer insights and feedback from our
global focus groups to establish a launch strategy,
start defining the rum style, concept and its
back story.

Rum has an image problem. Its reputation as a cheap mixer belies its complex character. As people often perceive rum as something only suitable for cocktails.' Source: LS:N Global
Rum's aged variants can play in the 'discernment' space occupied by Cognac and single malt whisky, while its origins in the Caribbean and Latin America offer strong credentials of provenance.

Rum has a vast wealth of stories and history to communicate and yet there are few brands who can credibly build this into brand persona (Kraken) Source: The Spirits Business

Rum has a vast wealth of stories and history to communicate and yet there are few brands who can credibly build this into brand persona (Kraken) Source: The Spirits Business

With the return of classic cocktail culture, bars (and home drinkers) are looking for exciting twists with new spirits. Rum is versatile and diverse, coming in white, dark, aged and flavoured variations. Its molasses/sugar cane base makes it ideal for the increasingly-influential cocktails sector Source: just-drinks.com

BRAND MISSION - To take super premium rum to the discerning while telling a true story revealing Dutch's pivotal role in rum history

PERSONALITY - Intelligent, inspired by knowledge and intrigue. Discerning and curious.

BRAND VISION - A global, premium Dutch rum brand which consumers covert, seek out and feel satisfyingly justified in paying more.

TERRITORY- A small collection of coveted premium rums, impeccably made that taste of Dutch origin.

CORE VALUES - Modern, super-premium, quality, luxuriously-exclusive and made using ancient Dutch techniques and know-how